Dive Brief:
- Brands have another option for a trusted seal to communicate its values to consumers, the new GH Nutritionist Approved (GHNA) emblem, according to Good Housekeeping, whose original seal has been in existence since 1909.
- To earn the seal, brands must align with the GHNA seal's core values, which include simplicity, transparency and innovation.
- The GHNA seal has nutritional requirements. It also has criteria that guarantee exclusion, such as deceptive serving sizes, inclusion of PHOs or if the first ingredient is any form of sugar, like corn syrup or honey.
Dive Insight:
Recent discussion around nutrition-related seals for food and beverage products has been about the number ones that exist and how crowded product label real estate has become. Too many seals, especially some of the newer ones, could be overwhelming or confusing to consumers as they browse products in stores.
That's where Good Housekeeping may have an edge. The Good Housekeeping seal has the longevity and recognition that many of these seals may never obtain. The new seal also embodies the GH Institute's well-known "Tried and Tested" motto. Consumers may more quickly and easily understand that message as compared to "non-GMO" or "pulse" symbols.
However, the new GHNA emblem and original Good Housekeeping seal do differ. Good Housekeeping does not back GHNA seal-bearing products with a warranty because the publication says GHNA products are driven by consumer education rather than policy. GHNA products also go through a more rigorous testing process. It could take the GHNA seal a long time to reach the ubiquitousness of the original, which demonstrates a consumer-trusted brand. But being associated with the original could also push this new emblem past the rest.